We had an interesting call with a client this week that started us wondering…
Is there a difference between the senior living audience and a senior living buyer?
Sure, there are referral sources that help connect older adults and their families with senior care providers. They could be considered an audience member, not a buyer.
But one of our CCRC clients got us thinking about the whole senior living audience versus buyer a little differently…
Like many clients, they are working hard to attract younger residents who will stay longer and move through the continuum over the years.
As we all know, it’s a tough audience to reach. With more in-home care options available than ever and technology platforms going to great lengths to keep seniors safer on their own, the competition is ferocious.
The strategy we’ve taken is to build a relationship that is based on living your best life as you grow older. We create content that talks about topics ranging from nutrition to volunteer opportunities to dating during retirement.
It’s a focus centered on bringing the older adult back to the client’s site over and over. We think of them more of an audience member than a buyer.
Because they aren’t in a buyer frame of mind, we go easy on the calls-to-action and hard on the relationship building.
The strategy is a long one. This client isn’t a day trader.
They are in it for the long run and understand what their true competition is: the senior’s home.
So while we talk about the consumer journey and the senior living decision a lot, we are also seeing the value of differentiating between the senior living audience and the senior living buyer.
As you are finalizing your content marketing plan for 2020, it’s something to keep in mind.
Drop us a note if you have any questions!
Until next time,
Shelley